Positioning Should Be Decided Before The Advertising

Big Ideas Come From The Unconscious. This Is True In Art, In Science, And In Advertising. But Your Unconscious Has To Be Well Informed, Or Your Idea Will Be Irrelevant. Stuff Your Conscious Mind With Information, Then Unhook Your Rational Thought Process. You Can Help This Process By Going For A Long Walk, Or Taking A Hot Bath, Or Drinking Half A Pint Of Claret. Suddenly, If The Telephone Line From Your Unconscious Is Open, A Big Idea Wells Up Within You.

If It Doesn't Sell, It Isn't Creative.

The Majority Of Business Men Are Not Capable Of An Original Thought, Simply Because They Cannot Escape The Tyranny Of Reason.

Every Advertisement Should Be Thought Of As A Contribution To The Complex Symbol Which Is The Brand Image.

You Cannot Bore People Into Buying Your Product - You Can Only Interest Them In Buying It.